2018 Predictions

My overarching prediction for 2018 is that more and more B2B marketers will stop hiding behind vanity metrics like click-through rates and low-cost leads and finally get down to the business of driving real business impact. I say this because I’ve already observed it happening in spades with our own…

…is going to dominate 2018 – I think we can all agree on that. According to IDC, the adoption of cognitive systems and AI will drive worldwide revenues from nearly $8 billion in 2016 to more than $47 billion in 2020. However, much of what I see in the news is hype and predictions about the future of…

…to a close, which means it’s time for B2B marketers to pull out their crystal balls and start theorizing about what’s in store for 2018. The list of predictions this year is likely to be long, given the new innovations and technologies that have emerged in 2017. I also have some thoughts about…

We see a lot of prediction pieces every season, and they’re often similar in tone: “This will be the year of mobile!” “Digital will pull in more than TV in 20XX.” These positive predictions are spun to make everyone feel optimistic about the future of the industry, to ensure that we’re able to…

…extensively. Certainly, GDPR has changed business practices, but has it actually changed perceptions around data usage and what companies plan to do in 2018 and beyond? I spent a week at the Cannes Lions International Festival of Creativity asking industry leaders their perspective on this topic. I…

…cease their tech spending spree — quite the contrary. Marketers will spend an estimated $130 billion on marketing technology between 2014 and 2018, reaching $32.4 billion annually in the final year of that time frame, according to IDC. Given this backdrop, what direction and shape will marketing…

…reporting audit Nov 29, 2018 by Robin Kurzer The MRC is reviewing how Facebook and Instagram handle data that it passes to its third-party vendors and how those vendors ultimately report on its viewability. From Marketing Land: 5 predictions for B2B marketing in 2019 Nov 29, 2018 by Peter Isaacson…

Forrester has released a report outlining its 2018predictions around the trends and technology that are most likely to impact businesses in the coming year. Among the forecasts listed in the “Predictions2018: A Year of Reckoning” report, the research firm claims 80 percent of companies will not…

…your potential IoT and AI use cases Tristan Greene over at The Next Web took a bold stand (and may well be right on) with his AI prediction: “Showing up in 2018 without an AI chip in your flagship device is going to get your product dismissed by the general public.” You’re probably not manufacturing…

As you put together your marketing strategy for 2018, there have never been more tools and tactics fighting for your budget. Technologies considered emerging over the last several years are beginning to peak as marketers inch closer to realizing the full potential of AI, machine learning and voice…